CMDC Media Digest, 2015-2016

The Rise of Branded Content Its very telling that eight of the 10 Gold Cannes Lions awarded in the media category this year went to campaigns also recognized in the branded content category a category that was only introduced three years ago Marketers have the opportunity to form deeper and more meaningful connections with consumers by going beyond the 30 second TV spot and creating or integrating into content that people are already seeking out In a world of app based entertainment access and digital ad blockers there will come a time in the not so distant future that all advertising is going to be opt in making branded content the norm According to the Content Marketing Institute 69 of marketers are already creating more content now than they did one year ago THE 3 IS OF CONTENT For marketers it is essential to understand the role that branded content plays in every brands communication system A comprehensive branded content strategy goes beyond the next viral sensation and includes different types of content each of which plays a role at different points along the path to purchase It should inspire inform or involve the audience Inspire is the big ticket hero content the experiential stunt the hit YouTube video or the brand funded TV program designed for wide scale appeal and awareness and often part of a campaign launch Inform is exactly that how to videos product demos content that responds to consumer questions or needs This is often the second step in your brand journey 1 capture your audiences attention with inspirational content and 2 make it relevant to them with content that is both informative and useful Involve is about engaging with the audience This is often the smaller scale always on content that includes social community management It is designed to extend the scale of your campaigns and grow your base of brand advocates TRENDS IN BRANDED CONTENT Video continues to reign in the arena of branded content Top social platforms have introduced their own form of native video and consumers are hungry for content With seven billion daily video views YouTube is the top video platform Facebook is catching up rapidly with a reported four billion daily views up from 11 billion in 2014 Native social video provokes new challenges for marketers Adweek points out in an article on the trends shaping video content that video on platforms such as Facebook and Twitter auto play without sound forcing marketers to think visually when telling their brand story New video platforms are also driving forwardthinking marketers to experiment with different lengths and formats such as seven second Vines fast dissolving video formats like Snapchat and even live broadcasts using new streaming services like Periscope Content creator collaborations particularly on YouTube and increasingly on Snapchat and Vine have become one of the best ways for brands to reach and influence the younger millennial generation In its recent Famechangers article Variety magazine states that among millennials top YouTube stars are more trusted and loved than Hollywood stars This is extremely believable after witnessing the first North American YouTube FanFest that landed in Dundas Square in Toronto this past summer attracting thousands of screaming young fans many of whom waited four or more hours to meet their favourite YouTubers The tides are clearly shifting and while the once mighty GRP may still be the currency of mass awareness it is not the currency of brand love Building brand love is only possible when you provide content that people want to consume content that inspires involves or informs them Jodi Brown Director Content MediaCom Beyond Advertising 112 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL MORE THAN MEDIA BRANDED CONTENT

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